Who’s going to read that content? Why would they care? What difference does it make?

An average day in the life of the Internet will produce nearly 300 billion emails, 2 million blog posts, 864,000 hours of video, 532 million status updates, 250 million photos (Facebook alone), and 35 million app downloads.

And you’re wanting to create more content?

Don’t let me discourage you from it. The data shows that content marketing is indeed effective, in spite of the prophetic jeremiads of its decline. Content marketing saves 13% in cost per lead, doubles average conversion rates, increases website traffic, and produces a host of other benefits.

But in order for the content to have all those gleaming benefits, it needs to connect with your audience.

So, how do you do that? How do you figure out what exactly your customers crave?